My approach is a circular and holistic research approach that combines both qualitative and quantitative methods. On the qualitative side, I focus on identifying the softer, emotional qualities that underpin why customers behave in certain ways, and this involves delving into their motivations and understanding the reasons behind their actions. On the quantitative side, I aim to communicate with business leaders using a language they can easily understand, relying on undisputed facts and evidence to prove or disprove hypotheses. To achieve this, I utilise quantitative data and research findings to inform and enrich the qualitative investigations, employing methods such as ethnology and anthropology. By integrating the insights gained from qualitative research back into the quantitative analysis, I can provide a comprehensive understanding of customer behaviour and its underlying factors. Contact me via e-mail to arrange a meeting.